Completely agree with your second point. That "swivel" is ingenious, but the font sucks.Ah wow. These are both leaps forward aren't they. And yet, I can't help but want to see more revisions. The biggest design mistakes I've made in my own career have simply been not asking for more revisions.
Here are my thoughts:
- I love the Ogilvy concept but yearn to see a C linked with the D. Digital Cash right, not Digital Dash. It will help stick in people's minds. The second D creates some cognitive dissonance while if we switch it with a C it's Digital Cash. I would just like to see it as a revision. Revisions are super important. Nothing should ever be set in stone before input from the stakeholders.
- I also love the Tharp logo because it is an evolution from our current logo. It's an improvement while remaining instantly recognizable. We're not starting from scratch. We're keeping the visual recognition intact. I love the swivel in the middle of the D that is our elemental logo. However, I'm not sure they got the font for the word "Dash" quite right. The swivel yes. The font no. I would love to see this version in 15 different variants with 15 different fonts all with the same exact swivel. I come from a school of spending days looking at hundreds of fonts and asking a hundred opinions before settling on a font. This is how fonts should be chosen. After careful thoughtful evaluation of hundreds and lots of input from others.